Company account context
Use Companies to understand account-level history across people, deals, tickets, conversations, and workflows.
Inspect the customer memory that work depends on: record identity, relationships, activity, ownership, and recent context.
What a Company record contains
A Company record holds account identity (name, industry, size, domain), linked people, connected deals, open tickets, and activity across all of them.
It is the account-level view — not just a single contact's history, but the entire relationship between the organization and your team.
Why account-level context changes decisions
Before prioritizing an inbound request, a workflow or teammate should check whether the account has an active deal, an open ticket, or a recently escalated issue.
A new inquiry from a company mid-deal should be routed differently than one from a cold account. Company context is what makes that routing decision possible.
How Studio uses Company records
Studio workflows can look up a Company record to retrieve account-level context during execution — checking deal stage, open tickets, or recent activity before deciding how to handle a new event.
For this to work reliably, People records must be linked to their companies and tickets must be associated with the right account. Orphaned records break the account view.
Keeping account context current
Stale Company records produce stale AI output. If a company's deals, tickets, and people are not being updated through Frontline activity, the account view is a snapshot from months ago.
Audit Company records by looking at activity recency. If the last logged event was six months ago, either the relationship has gone cold or work is happening outside of Frontline — both are worth addressing.
How to use Company records
Use Companies for account-level memory: related people, open deals, support tickets, ownership, and the account fields a workflow should trust.
Before automating account follow-up, confirm the company record is connected to the right people and active work.
FAQs
What is Companies for?
Companies is the account-level memory layer: it connects people, deals, tickets, activity, ownership, and workflow context for one organization.
When does Company context change routing?
Use it when the same message should be handled differently because of account tier, open deal, open ticket, owner, or recent activity.
How do CRM records improve AI workflows?
CRM records give Max and Studio shared customer memory: identity, relationships, deals, tickets, activity, and context that workflows can retrieve, summarize, update, or route around.
When should I create a relationship between records?
Create relationships when context should travel together: a person belongs to a company, a deal depends on contacts, a ticket affects customer health, or a workflow needs related records.
What should I check before changing the data model?
Check which workflows, summaries, views, and teammates rely on the field or relationship. Schema changes should preserve operational context and avoid breaking automation.
How should teams handle duplicate or incomplete records?
Prioritize records that affect active work. Merge or clean duplicates when they confuse ownership, customer context, workflow routing, or AI-generated summaries.
What makes CRM context trustworthy?
Trust comes from clear ownership, current activity, useful relationships, well-defined fields, and visible history. AI suggestions should point back to this structured context.